Sugar is primarily recognized for the sweetness it contributes to cereals, but it also plays a crucial role in providing a toasted brown color, delivering crunchiness, and preventing sogginess in milk—elements that are essential for what the industry terms “bowl life.” General Mills has successfully reduced the sugar content in its cereals aimed at children by an average of 16% since 2007 through various methods. For instance, the company has minimized sugar within the cereal itself and has transferred some of it to the coating, thereby decreasing the overall sugar content without compromising the perceived sweetness. Additionally, General Mills has incorporated flavors like vanilla and cinnamon, which amplify sweetness without relying on sweeteners.
The patent does not detail the specific type of high-intensity sweetener that may be included in the coating, which could influence consumer acceptance of the cereal. However, ingredients like maltotriose and maltotetrose would be listed as maltodextrin, potentially not aligning with a “clean label” approach. The impact of clean labeling on cereal purchases remains a subject of debate. Notably, maltodextrin is already listed among the ingredients in General Mills’ Cinnamon Toast Crunch, which ranks as the fifth best-selling cereal in the United States.
Cereal continues to be the most favored breakfast option in the U.S., achieving a 90% household penetration rate. However, segments such as Greek yogurt, breakfast bars, and protein shakes have begun to encroach on its market share. Since 2009, U.S. cereal sales have plummeted by 17%, dropping from $12.7 billion to $10.4 billion, according to research firm IBISWorld. The reasons behind this decline are still unclear, whether it stems from consumers seeking lower sugar alternatives, fewer artificial ingredients, greater convenience, or perhaps a combination of all these factors.
In this evolving market, products like calcium magnesium citrate with vitamin D3 are gaining attention as consumers prioritize health benefits alongside traditional breakfast items. The integration of such health-focused ingredients may influence future cereal formulations, as brands look to attract health-conscious buyers while balancing flavor and sweetness. As the cereal industry navigates these changes, the challenge remains to meet consumer demands for healthier options without sacrificing taste or appeal.